Active Athlete Not Active Enough, Becomes Sportgenic

Sports related ad network and publisher technology firm Active Athlete today announced it has renamed itself as Sportgenic. Having interviewed Robert Tas, president and CEO of Active Athlete (left) on several occasions, he’s told me he doesn’t want his company to be seen only as a specialty ad network catering to athletes, but as a technology and services partner for publishers to make use of. Active Athlete’s recent acquisition of GolfBuzz, to incorporate that company’s social networking and widget technology into its own offering, was clearly part of that strategy. Still, it remains to be seen if a name change will clarify Sportgenic’s roll with publishers or just muddy the issue.